"Coca-Cola Co. and PepsiCo will have to face the
reality that their business model cannot be preserved forever.
The world is changing and we're going to call it out," says the
CEO of SodaStream.

"If the beverage industry had to create itself now from
scratch, it wouldn't do it the way it is. You don't need
factories, trucks, bottles and cans," he says.
"Transportation for carbonated drinks in the world utilizes 100
million barrels of oil every year. That is 20 times the BP disaster that hit the Gulf of Mexico."

"I think it is criminal that the industry, led by two big
companies, will do anything to protect their antiquated business
model. They are generating 35 million bottles and cans every
single day in the U.K. alone. World-wide it is one billion
bottles and cans, most of which just go to trash, landfill, the
oceans or parks. It's insane," Mr. Birnbaum added.

Now that he mentions it, that does seem wildly inefficient.

Of course, inefficient companies can last a long time thanks to
all of that infrastructure in place. And if the industry is
disrupted by a new company, there's no guarantee that company
will be SodaStream (which is one of the most shorted stocks on
the market).